Could Volusia taxpayers benefit from naming game?

Published: Friday, April 5, 2013 at 5:30 a.m.

Last Modified: Thursday, April 4, 2013 at 5:15 p.m.

It's a rather unremarkable name. The city-owned stadium could sell its naming rights, bringing more revenue for maintenance and marketing.

Naming rights are an underused financing option for Volusia County. It's possible local governments could use naming rights to bring in millions of dollars over time.

Volusia County can look to some of its neighbors. Over in Orange County, Orlando sold the naming rights to one of its most prominent entertainment venues to Amway, the consumer-products company.

The Amway Center opened in 2010, and the city will get $40 million over 10 years. That's one-twelfth the cost of building the $480 million venue. Thus, a considerable portion of the cost of the Amway Center — where the Orlando Magic play — was financed through naming rights.

Here in Volusia County, the main target for such a strategy would be the Ocean Center, which underwent an $82 million renovation and expansion in 2008. Naming rights could help pay off the Ocean Center debt.

Volusia County Council members have said their thinking on the issue has evolved, which we hope means they see opportunities to market the naming of facilities and give local taxpayers some relief.

Except for those who cling to the notion that all public venues must remain free of sponsorship, Volusia County residents will likely welcome county officials' interest in the naming rights issue.

But there are limits to this generally positive trend in government. It may be inappropriate to have sponsors for nature trails, for instance. Local officials should use great caution when considering whether to sell naming rights to environmentally sensitive areas or cultural landmarks.

There are other potential concerns. A Florida-based private prison company, GEO Group, recently withdrew its $6 million bid to name the stadium of Florida Atlantic University. Detractors did not like naming a football stadium after a prison company.

Officials have to apply good taste to naming rights. And they should always be sensitive to the concerns of the community. However, convention centers and sports arenas offer obvious opportunities that can benefit private companies and the community.

In this area, Volusia County is behind other major cities and counties in the U.S. In Nashville, Tenn., the county's 15-year-old NHL and entertainment venue is now the Bridgestone Arena, named after the tire company that has major operations there. In Illinois, a state agency and the Chicago White Sox jointly run U.S. Cellular Field, named after a telecommunications company.

In Virginia, the state allowed GEICO to pay $2 million to name the state's 43 rest areas. Other government leaders all over the nation see such revenue flowing and ask, "Why not?"

Naming rights and corporate sponsorships should be used for specific funding purposes, such as retiring debt or marketing facilities such as the Ocean Center.

Local officials shouldn't hesitate to explore their options on naming rights. The key is to look for deals that help the taxpayers without causing an uproar in the community.

Your turn to play

Readers: What do you think about the naming-rights issue? Should local governments sell the rights to name public facilities, including parks, nature trails and the county-owned Ocean Center? Some Volusia County Council members are interested in exploring opportunities to generate revenue through deals for naming rights. Would you mind seeing a corporate sponsorship attached to a local stadium or park, if it relieves taxpayers of some of the burden of operating these facilities?

Write us a letter to the editor, adhering to all the guidelines listed in the box on the right side of this page, and share your views on naming rights. We'll publish a roundup of the letters we receive on this emerging local issue.

<p>There is a football stadium in Daytona Beach named Municipal Stadium. </p><p>It's a rather unremarkable name. The city-owned stadium could sell its naming rights, bringing more revenue for maintenance and marketing. </p><p>Naming rights are an underused financing option for Volusia County. It's possible local governments could use naming rights to bring in millions of dollars over time. </p><p>Volusia County can look to some of its neighbors. Over in Orange County, Orlando sold the naming rights to one of its most prominent entertainment venues to Amway, the consumer-products company. </p><p>The Amway Center opened in 2010, and the city will get $40 million over 10 years. That's one-twelfth the cost of building the $480 million venue. Thus, a considerable portion of the cost of the Amway Center &mdash; where the Orlando Magic play &mdash; was financed through naming rights. </p><p>Here in Volusia County, the main target for such a strategy would be the Ocean Center, which underwent an $82 million renovation and expansion in 2008. Naming rights could help pay off the Ocean Center debt. </p><p>Volusia County Council members have said their thinking on the issue has evolved, which we hope means they see opportunities to market the naming of facilities and give local taxpayers some relief. </p><p>Except for those who cling to the notion that all public venues must remain free of sponsorship, Volusia County residents will likely welcome county officials' interest in the naming rights issue. </p><p>But there are limits to this generally positive trend in government. It may be inappropriate to have sponsors for nature trails, for instance. Local officials should use great caution when considering whether to sell naming rights to environmentally sensitive areas or cultural landmarks. </p><p>There are other potential concerns. A Florida-based private prison company, GEO Group, recently withdrew its $6 million bid to name the stadium of Florida Atlantic University. Detractors did not like naming a football stadium after a prison company. </p><p>Officials have to apply good taste to naming rights. And they should always be sensitive to the concerns of the community. However, convention centers and sports arenas offer obvious opportunities that can benefit private companies and the community. </p><p>In this area, Volusia County is behind other major cities and counties in the U.S. In Nashville, Tenn., the county's 15-year-old NHL and entertainment venue is now the Bridgestone Arena, named after the tire company that has major operations there. In Illinois, a state agency and the Chicago White Sox jointly run U.S. Cellular Field, named after a telecommunications company. </p><p>In Virginia, the state allowed GEICO to pay $2 million to name the state's 43 rest areas. Other government leaders all over the nation see such revenue flowing and ask, "Why not?" </p><p>Naming rights and corporate sponsorships should be used for specific funding purposes, such as retiring debt or marketing facilities such as the Ocean Center. </p><p>Local officials shouldn't hesitate to explore their options on naming rights. The key is to look for deals that help the taxpayers without causing an uproar in the community.</p><h3>Your turn to play</h3>
<p>Readers: What do you think about the naming-rights issue? Should local governments sell the rights to name public facilities, including parks, nature trails and the county-owned Ocean Center? Some Volusia County Council members are interested in exploring opportunities to generate revenue through deals for naming rights. Would you mind seeing a corporate sponsorship attached to a local stadium or park, if it relieves taxpayers of some of the burden of operating these facilities? </p><p>Write us a letter to the editor, adhering to all the guidelines listed in the box on the right side of this page, and share your views on naming rights. We'll publish a roundup of the letters we receive on this emerging local issue.</p>